Facebook has launched food ordering within its core product, enabling users to buy a takeaway without having to leave the social network.

“People already go to Facebook to figure out what to eat by reading about nearby restaurants, and seeing what their friends say about them,” said Alex Himel, VP of local at Facebook.  “So, we’re making it even easier.”

Users can search for a specific restaurant or browse the Order Food section to see nearby restaurants. To help them pick, reviews are pulled from the business Facebook page, and listings can be filtered by cuisine, price and opening time  – with a dedicated section for any restaurants the user has previously favourited. 

Once theyve picked, the user is connected to the relevant delivery service, where they can order and pay. As long as they already have an account with that service, this is all done within the Facebook app or site.

Its yet another play by Facebook to monopolise users time, bringing content traditionally found on the wider web beneath its own umbrella – just like its already done with Instant Articles.

This feature has been undergoing testing for the past year, but is now rolling out across the US. The launch is supported by partnerships with food delivery services including Delivery.com, DoorDash and ChowNow, as well as individual restaurant chains like Papa John’s, Denny’s and Five Guys.

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